Bitly’s CMO, Tara Robertson, shares her customer-centric playbook for transforming Bitly from a link shortener to a full connections platform. From leveraging QR codes to merging physical and digital experiences to using customer evidence, Tara explains how Bitly’s retention-focused marketing impacts every user touchpoint. This episode shares insights on building authentic customer connections while highlighting the metrics that matter in the B2B landscape.Things to listen for:(00:00) Introduction (01:15) Tara’s journey from Sprout Social to Bitly(03:02) Building a customer marketing playbook at Sprout(04:27) Measuring retention and adoption with sub-KPIs(06:37) Bitly’s new direction(07:54) QR codes to 2D barcodes(09:39) Expanding Bitly’s target market - SMBs to enterprise(11:29) Showcasing use cases to support varied customers(13:24) Using customer stories to build trust(17:02) Overcoming challenges in gathering authentic evidenceSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribe Learn more about the customer evidence platform that B2B teams at Gong, HackerOne, Sendoso, and more trust at userevidence.com 

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